GHANA TELEVISION REPORT 2013
C. 2013
INSTITUTE OF MEDIA PRACTICE, ACCRA GHANA
All Rights Reserved. No part of this publication can be reproduced, stored in a
transmittal system or transmitted in any form, or by any means, electronic,
mechanical, photocopying, recording or otherwise without the prior permission
of the Institute of Media Practice.
Ghana Television Report - June 2013
2
FOREWORD
This 2013 Edition of the Ghana Television Report gives added value to
Corporations, Television Networks and Advertisers who want specific data to
help grow their businesses and to improve upon their brand visibility and
market share. This edition focuses on gender, age and households dynamics
as described in the 2010 Population Census released in May 2012 and
analysed thoroughly to fit today’s population figures based on a National
average growth of 2.5%
As well as a sample size of 2000 across the country and an eight weeks
monitoring programme of eleven Television networks namely Ghana
Television, Viasat One, TV3, Metro TV, Crystal TV, e.TV Ghana, TV Africa,
Net 2 TV, GH ONE , UTV Ghana and Multi TV this edition also provides
additional information on a number of Television programmes doing well
across board. A total of 28 individual TV programmes were monitored across
all eleven selected TV networks.
DISCLAIMER
This report is for informational purposes only and is meant to be purely a
reference material. While our goal is to provide functional, general
information, IMP and other collaborators to this report make no
demonstrations or guarantees as to the precision, wholeness, or suitability
of the information provided. This information is provided without warranty
of any kind, express or implied. However, the data used is verifiable and can
be cross checked for its authenticity.
SIGNED.
JOT AGYEMAN
PRESIDENT
Institute of Media Practice, Accra
www.instituteofmediapractice.org
Ghana Television Report - June 2013
3
OVERVIEW JANUARY – JUNE 2013
Over the period January – September 2013, Television viewing increased by
about 8% partly due to the euphoria surrounding Elections 2012 and its
aftermath.
The Supreme Court hearing on the Election Petition in some areas
accounted for a sharp rise of about 32 % in viewership for some networks.
The downside to this is that networks who showed the Election
Petition Hearing lost viewership numbers for some key programmes also by about
12%. Only 4 of the 11 networks added new content to their existing programmes
And seasonal programmes such as Reality Shows accounted for a 28% jump in
viewership for some networks.
Most networks retained their core viewers with Television News maintaining its
grip on the top slot of almost all the demographics. It is important to note that
sales of second hand Television sets for the first three quarters of the year were
up by 17% most probably due to the Election petition with the three Northern
Regions accounting for about 30 % of television second hand sales. The Economy
has significantly slowed according to current Ministry of Finance figures and this in
no small way has affected the general sale of new Television sets across the
country with only a 7% increase over 2012 figures sales across the country.
With about 18 months to the change from Analogue to Digital, the
development of content for Television networks is a pre requisite in staying
afloat during the change, However, our research showed a reluctance by
Television Networks to invest in content development and acquisition has
remained the operational priority for the networks. The report also finds
that Piracy is a major challenge with some stations showing as much as 60%
pirated programmes on their networks. With an estimated annual average
growth rate of 2.5% stated by the Ghana Statistical Service, Ghana’s
population as of December 2013 should be around 26,554,856 giving a
yearly addition of about 620,000 people.
Ghana Television Report - June 2013
4
RESEARCH DYNAMICS OF GHANA TELEVISION REPORT – 2013
1.
A detailed segment analysis of the 2010 Population census vis a vis
population dynamics and Media reach with emphasis on a National average
growth of 2.5%
2.
A National Sample size of 2000
3.
Gender, Age and Household and Occupational dynamics based on the
National Population Census
4.
Monitoring of 28 Television Programmes over an 8 Week period
5.
Attitudinal Change dynamics based on programmes monitored
6.
Random sampling of 50 male Television viewers across densely populated
Television viewership areas
7.
Random sampling of 50 female Television viewers across densely populated
Television viewership areas
8.
Random sampling of 100 male Television viewers across sparsely populated
Television Viewership areas
9.
Random sampling of 100 female Television Viewers across sparsely populated
Television Viewership areas.
POTENTIAL NATIONAL POPULATION BASED ON 2.5% AVERAGE ANNUAL GROWTH FIGURES
- GHANA STATISTICAL SERVICE DATA
POPULATION
2010
NOVEMBER
CENSUS
POPULATION
ADDITION @
2.5%
ANNUALLY
NOV 2010 –
N0V 2011
POPULATION
ADDITION @
2.5%
ANNUALLY
NOV 2011 –
NOV 2012
POPULATION
ADDITION @
2.5%
ANNUALLY
NOV. 2012 –
Nov. 2013
POPULATION
INCREASE
FROM
NOVEMBER
2010 –
NOVEMBER
2013
24,658,823
616,470
631,882
647,680
1,896,032
25,275,293
25,907,176
26,554,856
Ghana Television Report - June 2013
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POTENTIAL REGIONAL POPULATION GROWTH FIGURES BASED ON
NATIONAL POPULATION CENSUS POJECTIONS – GHANA STATISTICAL SERVICE DATA
REGION
NATIONAL
Population
based on
GSS Figures
Nov. 2010
%
incre
ase /
year
Est. Pop in
Nov. 2011
Est. Pop. In
Nov 2012
Est. Pop. In
Nov. 2013
24,658,823
2.5
25,275,294
25,907,176
26,554,856
UPPER
WEST
702,110
1.9
715,450
729,044
747,270
UPPER
EAST
1,046,545
1.2
1,059,104
1,071,813
1,084,675
NORTHERN
2,479,461
2.9
2,551,365
2,625,355
2,701,490
BRONG
AHAFO
2,310,983
2.3
2,364,136
2,418,511
2,474,137
ASHANTI
4,780,380
2.7
4,909,450
5,042,005
5,178,139
EASTERN
2,633,154
2.1
2,688,450
2,744,907
2,802,550
VOLTA
2,118,252
2.5
2,171,208
2,225,488
2,281,125
GREATER
ACCRA
4,010,054
3.1
4,134,366
4,262,531
4,394,669
CENTRAL
2,201, 863
3.1
2,270,121
2,340,494
2,413,049
WESTERN
2,376,021
2.0
2,423,541
2,472,012
2,521,452
NATIONAL
2011
2012
2013
1,896,033
616,471
1,248,353
1,896,033
TOTAL
INCREASE
FROM 2010
Ghana Television Report - June 2013
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POTENTIAL TELEVISION VIEWERS PER REGION BASED ON ANALYZED SAMPLE SIZE OF 2000
AND PROJECTED POPULATION GROWTH OF 2.5% ANNUALLY
REGION
NATIONAL
Population
based on GSS
Figures
Nov. 2010
% of
Potential TV
Viewers
Est. Pop in
Nov. 2013
Est. Pop. In Nov
2012
Number of
potential
National
Television
viewers
24,658,823
39%
26,554,856
25,907,176
10,356,394
702,110
4.7%
747,270
729,044
35,122
UPPER EAST
1,046,545
8.5%
1,084,675
1,071,813
92,197
NORTHERN
2,479,461
13.0%
2,701,490
2,625,355
351,194
BRONG
AHAFO
2,310,983
17%
2,474,137
2,418,511
411,146
ASHANTI
4,780,380
36%
5,178,139
5,042,005
1,864,130
EASTERN
2,633,154
16%
2,802,550
2,744,907
439,185
VOLTA
2,118,252
9%
2,281,125
2,225,488
205,301
GREATER
ACCRA
4,010,054
40%
4,394,669
4,262,531
1,757,867
CENTRAL
2,201, 863
8%
2,413,049
2,340,494
193,043
WESTERN
2,376,021
19%
2,521,452
2,472,012
479,075
UPPER
WEST
The data reveals that 39% of Ghanaians have access to a television set.
This is a 14% increase over the 2012 end of year report. The reason for the
growth is indicative of the increase in the population since the 2010 census
figures and the increase by 4% of the Housing stock in the country since the last
count in the 2010 Population Census.
Ghana Television Report - June 2013
7
PIE CHART SHOWING POTENTIAL TELEVISION VIEWERS BY REGIONS
CR
8%
VR
9%
UW
4.7% UE
8.5%
upper west
NR
13%
upper east
EASTERN
16%
northern
BA
17%
WESTERN
19%
brong ahafo
Ashanti
Greater Accra
ASHANTI
36%
GR. ACCRA
40%
Western
Eastern
Central
Volta
TOP 5 REGIONS FOR POTENTIAL VIEWERS
REGION
POTENTIAL
VIEWERS
ASHANTI
1,864,130
GREATER ACCRA
1,757,867
WESTERN
479,075
EASTERN
439,185
BRONG AHAFO
411,146
TOTAL
4,951,403
Ghana Television Report - June 2013
8
POTENTIAL TELEVISION VIEWERS BASED ON NATIONAL POPULATION FIGURES WITH AVERAGE
GROWTH RATE OF 2.5%, NETWORK AVAILABILITY IN REGIONS AND EVALUATION DYNAMICS
TELEVISION NETWORK
% of TV
COVERAGE
NATIONAL VIEWERS
Number of potential
National Television
viewers
39%
10,356,394
GHANA TELEVISION(GTV)
79.4%
8,222,977
TV3 NETWORK
69.5%
7,197,693
61.31%
6,349,505
VIASAT ONE
47.0%
4,867,505
TV AFRICA
37.1%
3,842,222
GH ONE
32.3%
3,345,115
CRYSTAL TV
24.6%
2,547,672
UTV
24.3%
2,516,603
E.TV GHANA
19.2%
1,988,427
NET 2 TV
16.0%
1,657,023
100%
About 435,000 SET TOP
BOXES IN CIRCULATION
METRO TV
MULTI TV (SATELLITE)
Graph of potential television viewers nationally
10000000
8000000
6000000
4000000
2000000
0
Ghana Television Report - June 2013
9
TELEVISION COVERAGE NATIONWIDE PER REGIONS AND MOST POPULAR BY REGIONAL
SAMPLING.
REGION
TV STATIONS IN REGION
MOST POPULAR
TELEVISION STATION
POPULARITY
PERCENTAGE FROM
SAMPLE SIZE
UPPER WEST
GTV, METRO TV, TV3,
MULTI TV
GTV
65%
UPPER EAST
GTV, METRO, TVA, TV3,
MULTI TV
GTV
68%
NORTHERN
GTV, METRO, TVA, VIASAT
ONE, TV3, MULTI TV
VIASAT ONE
62%
BRONG AHAFO
TV3, GTV, METRO, TVA,
MULTI TV
MULTI TV
74%
ASHANTI
GTV, METRO,TV3, TVA, NET
2, UTV, VIASAT ONE,
CRYSTAL TV, MULTI TV, GH
ONE
VIASAT ONE
58%
EASTERN
GTV, METRO,TV3, TVA, NET
2, UTV, VIASAT ONE,
CRYSTAL TV, MULTI TV, GH
ONE, ETV
TV3
52%
VOLTA
GTV, METRO, TVA, TV3,
MULTI TV, ETV
GTV
65%
GREATER ACCRA
GTV, METRO,TV3, TVA, NET
2, UTV, VIASAT ONE,
CRYSTAL TV, MULTI TV,
ETV, GH ONE
TV3
51%
CENTRAL
GTV,CRYSTAL, GH ONE,
TV3, TVA, METRO, NET 2,
MULTI TV, ETV
TV3
55%
WESTERN
GTV, TVA, METRO, VIASAT
ONE, ETV, TV3, GHONE,
MULTI TV
VIASAT ONE
52%
Ghana Television Report - June 2013
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AGE DEMOGRAPHICS – POTENTIAL TELEVISION VIEWERS AND
PERCENTAGE OF VIEWERS IN AGE GROUPS
AGE GROUPS
POTENTIAL VIEWING POPULATION
PERCENTAGE
10-19
27%
20-29
36%
30-39
15%
40-49
10%
50-59
7%
60 AND ABOVE
5%
The survey found out that the highest number of potential television viewers
were in the 20 – 29 year bracket. These were made up of students, National
service personnel and new Job finders as well as job seekers. The least
potential viewers were the Age group 60 years and above. Most of them
were selective and 90% of those in this bracket only watched the News on
television.
It is also important to note that most of those who are glued to television
sets cannot afford to buy one themselves. 75% of the potential viewers age
20 – 29 lived in close proximity to the top five regions where potential
television viewing is high.
The research shows that most networks concentrate on the 20 – 29 and 30 –
39 age brackets and most programmes are targeted at them. Children’s
programmes and programmes for age group 10 -19 accounts for only 6% of
television programme. Over the past year, little or no investment has been
made by networks to provide local content children's programmes. Most
content is imported and in some cases pirated. The question then is what
are age group 10 -19 watching on Television, if there is little or no
programmes targeted at them?
Ghana Television Report - June 2013
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Age Demographics Pie Chart
7%
5%
27%
10%
10-19years
20-29years
30-39years
40-49years
15%
50-59years
60 and above
36%
Programmes Available for age groups
8%
5% 6%
10-19years
20-29years
11%
30%
30-39years
40-49years
50-59years
15%
60 and above
Accross all
25%
Ghana Television Report - June 2013
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FEMALE – MALE PERCENTAGES FOR POTENTIAL VIEWERS
Network
Female Viewers
Male Viewers
GTV
35%
65%
TV3
55%
45%
METRO TV
30%
70%
VIASAT ONE
68%
32%
TV AFRICA
34%
66%
CRYSTAL TV
48%
52%
ETV GHANA
52%
48%
MULTI TV
40%
60%
GH ONE
62%
38%
NET 2
22%
78%
UTV
30%
70%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
WOMEN
Ghana Television Report - June 2013
MEN
13
AGES 15 – 35 DEMOGRAPHICS – YOUTH DEMOGRAPHICS
Network
AGES 15 -35
GTV
39%
TV3
62%
METRO TV
44%
VIASAT ONE
73%
TV AFRICA
31%
CRYSTAL TV
34%
ETV GHANA
56%
MULTI TV
43%
GH ONE
66%
NET 2
26%
UTV
33%
80%
70%
60%
50%
40%
30%
20%
10%
0%
AGES 15 - 35
Ghana Television Report - June 2013
14
TOP RATED MORNING PROGRAMMES AND PERCENTAGE
6.00AM – 9.00AM
Network
Programme
GTV
BREAKFAST SHOW
12%
TV3
NEW DAY
13%
METRO TV
GOOD MORNING
GHANA
24%
ETV GHANA
BREAKFAST TV
6%
VIASAT ONE
THIS MORNING
15%
DAYBREAK
5%
TV AFRICA
Multiple channel
switchers
Potential Viewer
Percentage
25%
Top ranked morning programmes by Potential viewers
Breakfast Show -GTV
12%
New Day- TV3
25%
13%
Breakfast TV -ETV
Daybreak- TVA
6%
5%
15%
24%
Ghana Television Report - June 2013
Good Morning Ghana
METRO
This Morning - VIASAT
ONE
Switchers/ Network
Hoppers
15
SUMMARY OF TOP RANKED PROGRAMMES
Metro TV presently has the largest share of Television Viewers for the
Morning 6.00am – 9.00am belt. A percentage of 36% of total potential
viewers watch the Morning Belt. The practice of Switching or Channel
Hopping is quite high and shows a clear non- preference for one particular
network. TV3’s Morning programme did not make a significant impact
because of its late roll out. However, its 7GMT slot which had a following
has allowed New Day to do reasonably well as most of 7GMT’s followers
have been retained.
In the Afternoon belt from 12.00Midday – 5.00pm, there is clear indications
that Telenovelas do well. Most of the Networks show Telenovelas at this
time but Viasat One and TV3 seem to be the most popular for watching
Telenovelas. There is a sharp decline in potential television viewers at this
time. Viewership drops from 36% in the Morning Belt to 21% in the afternoon
Belt.
In the evening Peak Time slot, from 6.00pm – 10.00pm, GTV NEWS is still the most
popular programme commanding 26% of Peak Time Viewers. Channel Hopping is
also predominant during this belt as many want to receive different sources and
different information as well as different perspectives of News offered. The
survey found that peak time viewing stood at 78% of total potential viewers.
The Late Night shows are dominated by Entertainment with Viasat One
leading the way with Movies @ 10. ETV’s Late Nite Celebrity Show is very
popular in areas where the network covered. It has a strong showing
because the viewing numbers in its catchment area are above 70%.
Television News programme make up the other half of potentially high
viewed programmes during the Late Night belt. The Late Night belt has a
potential viewership of 48% of total potential viewers.
Percentages reflect the potential viewer numbers at the time programmes are
aired in comparison to other programmes. The percentages are calculated over the
total number of viewers in a particular viewing belt.
Ghana Television Report - June 2013
16
TOP RATED AFTERNOON PROGRAMMES AND PERCENTAGE
12.00MIDDAY – 5.00PM
Network
Programme
Potential Viewer
Percentage
GTV
AFTERNOON
NEWS
14%
TV3
MIDDAY NEWS
TELENOVELA
11%
12%
ETV GHANA
WWE
5%
VIASAT ONE
THE ONE SHOW
TELENOVELAS
21%
19%
CRYSTAL TV
AFRICAN MOVIES
11%
RHYTHMS
7%
GH ONE
Top ranked AFTERNOON programmes by Potential viewers
Afternoon News GTV
7%
14%
Midday Live- TV3
11%
Telenovelas -TV3
11%
5%
12%
21%
19%
Ghana Television Report - June 2013
Telenovels - Viasat One
The One Show -Viasat
One
WWE - ETV
African Movies - Crystal
TV
Rhythms - GH One
17
TOP RATED PEAK TIME PROGRAMMES AND PERCENTAGE
6.00PM – 10.00PM
Network
Programme
Potential Viewer
Percentage
GTV
PRIME NEWS AT
7.00PM
26%
TV3
NEWS 360 AT
7.00PM
14%
METRO TV
METRO NEWS AT
7.30PM
18%
VIASAT ONE
VIASAT NEWS AT
7.30PM
6%
VIASAT ONE
TELENOVELAS AT
6.30PM
12%
GOOD EVENING
GHANA AT
9.00PM
17%
METRO TV
Switchers/Network
Hoppers
7%
Top rated PEAK TIME programmes by Potential viewers
Prime News @7pm
GTV
17%
26%
News 360 @ 7pmTV3
Telenovelas @
6.30pm -Viasat One
7%
Metro News @
7.30pm
6%
14%
18%
12%
Ghana Television Report - June 2013
Viasat One News @
7.30pm
Switchers/Network
Hoppers
Good Evening Ghana
- Metro Tv
18
TOP RATED LATE NIGHT PROGRAMMES AND PERCENTAGE
10.00PM – 1.00AM
Network
Programme
Potential Viewer
Percentage
GTV
LATE NEWS
21%
METRO TV
LATE NEWS
28%
VIASAT ONE
MOVIES AT
10.00PM
31%
ETV GHANA
LATE NIGHT
CELEBRITY SHOW
12%
CRYSTAL TV
AFRICAN MOVIES
8%
Top rated LATE NIGHT programmes by Potential viewers
8%
12%
21%
Late News -GTV
Late News - Metro TV
Movies @ 10 - Viasat
One
31%
28%
Ghana Television Report - June 2013
The Late Nite
Celebrity Show - ETV
Movies - Crystal TV
19
Percentage of Potential Television Viewers
per total potential Viewers
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Morning
Belt
Afternoon Prime Time Late Night Weekend
Belt
Belt
Potential Television Viewing numbers viewing belts
9,000,000
8,000,000
7,000,000
6,000,000
5,000,000
4,000,000
3,000,000
2,000,000
1,000,000
0
Ghana Television Report - June 2013
20
TOP RATED WEEKEND PROGRAMMES AND PERCENTAGE
Network
Programme
Potential Viewer
Percentage
VIASAT ONE
SAT. MOVIES @
9PM
19%
VIASAT ONE
SUN. MOVIES @
10PM
13%
TV3
SAT. THE DIVAS
SHOW @ 9AM
20%
TV3
SAT. MUSIC MUSIC
@ 8.30PM
20%
TV3
SAT. 4SYTE TV @
4.30PM
16%
GTV
SUN. TALKING
POINT @ 7.00PM
12%
Top rated WEEKEND programmes by Potential viewers
12%
SAT. MOVIES - VIASAT
ONE
19%
SUN. MOVIES - VIASAT
ONE
16%
THE DIVAS SHOW - TV3
13%
MUSIC MUSIC -TV3
4 SYTE TV - TV3
20%
20%
Ghana Television Report - June 2013
TALKING POINT - GTV
21
TOP RATED ONCE A WEEK PROGRAMMES AND PERCENTAGE
Network
Programme
Potential Viewer
Percentage
TV3
4 SYTE TV
11%
GTV
STANDPOINT
17%
VIASAT ONE
DELAY SHOW
17%
THANK GOD ITS
FRIDAY
20%
TV3
CHORKOR
TROTRO
19%
TV3
EFFIE WURA
16%
METRO TV
Top rated ONCE A WEEK programmes by Potential viewers
16%
4 SYTE TV- TV3
11%
STANDPOINT - GTV
17%
19%
THE DELAY SHOW TV3
THANK GOD ITS
FRIDAY - METRO TV
17%
20%
Ghana Television Report - June 2013
CHORKOR TROTRO TV3
EFFIE WURA - TV3
22
The Institute of Media Practice is pleased to acknowledge Mobile Web
Ghana for its immense contribution in the production of this report. We
appreciate the work done by the Ghana Statistical Service and the National
Communications Authority whose reports we have used extensively in our
findings and to all our Field Officers who worked tirelessly to gather,
assess, monitor and evaluate the findings so we could produce a report of
immense quality. It is our hope that all corporate organisations and their
representatives will take time out to study these findings in a bid to help
improve standards and Television Stations will begin to look introspectively
at how best they can improve upon their reach, quality and growth. The
Institute is also grateful to all persons who cooperated with us throughout
the country in discovering the true boundaries of this rather useful and
unique technology.
Ghana Television Report - June 2013
23
GTV
METRO TV
TV3
MULTI TV
TVA
GTV
METRO TV
TV3
MULTI TV
GTV
METRO TV
TV3
MULTI TV
TVA
VIASAT
ONE
GTV
METRO TV
TV3
MULTI TV
TVA,
GTV
METRO TV
TV3
MULTI TV
TVA, ETV
GTV
METRO TV
TV3
MULTI TV
TVA
VIASAT ONE
NET 2, UTV,
GH ONE
CRYSTAL TV
GTV
METRO TV
TV3
MULTI TV
TVA
VIASAT ONE,
UTV, GH ONE
CRYSTAL TV,
ETV
GTV
METRO TV
TV3
MULTI TV
TVA
VIASAT
ONE, UTV,
GH ONE
CRYSTAL
TV, ETV
Ghana Television Report - June 2013
GTV
METRO TV
TV3
MULTI TV
TVA
VIASAT
ONE
NET 2,
UTV, GH
ONE
CRYSTAL
TV ETV
GTV
METRO TV
TV3
MULTI TV
TVA
VIASAT ONE
NET 2, UTV,
GH ONE
CRYSTAL TV
ETV
24